FeetFunder

To increase donations and visibility for the Amputee Coalition of Canada, we launched FeetFunder, a unique fundraising effort transforming the fetishized 'feet pic' subculture into a force for good. We turned amputees into foot models and created a platform to sell their feet pics for funds, then tapped the world’s most popular foot fetish website to leverage their feet pic frenzied audience. With $0 in paid media, FeetFunder earned 4M+ impressions, was broadcast on national news, and has fully funded 25 new Peer Support workers, while our feet pic accounts continue to earn donation funds and build visibility online.